The Commonwealth Games Federation has launched a new brand identity ©CGF

A new brand identity has been officially unveiled here today by the Commonwealth Games Federation (CGF) at its General Assembly.

The "Commonwealth Sport" brand was developed in close consultation with the 71 Commonwealth Games Associations (CGAs), it was claimed. 

"It reflects a bold, forward looking approach that underpins the CGF's values of Humanity, Equality and Destiny, the collective work of the six regions and the vision of the Movement," the CGF said. 

The brand, created by RBL agency in the UK, replaces the previous identity launched in 2000.

The launch coincided with CGF chief executive David Grevemberg also launching "Transformation 2022 Refresh", the Movement's strategic plan for between now and 2022. 

It is an updated version of the document first launched in 2015.

Grevemberg claimed the "Refresh" commits the CGF to "focusing on delivering inspirational sporting moments, nurturing a powerful sporting movement and activating transformational partnership".

The document "aims to empower and equip athletes as agents of change and advocates for integrity; provide support and opportunities for CGAs (Commonwealth Games Associations); contribute to truth, reconciliation and relief programmes and strengthen the contribution of sport in Commonwealth Cities".

Grevemberg said: "There really is no better place than Rwanda to strengthen and position Commonwealth Sport as a progressive leader in sport and social change, harnessing the power of sport as a catalyst to unleash our human potential and positively transform lives,"

"The Transformation 2022 Refresh will ensure the Commonwealth Sports Movement is in the best possible position to capitalise on the opportunities and mitigate possible risks that lie ahead in a rapidly changing world.

"It is an important time to galvanise and drive the positive impact of sport on society which is why we have updated and launched an exciting new Commonwealth Sport Brand to keep pace with our ambition.

"This means we aren't just unveiling a new logo and emblem but actually linking our narrative, positioning and meaning. It is about putting the emphasis back on our vision, our values and our athletes."

To read the CGF Transformation Refresh 2022 click here.